New tourism push to get millennials visiting

Tara Miko
Journalist
Tara joined the company in 2010 after graduating with a journalism and politics degree from Griffith University in Brisbane. After first working in newspapers in the Bowen Basin in Central Queensland, she joined the team at The Chronicle in 2013. In September that year she took over the reins of the Rural Weekly, and has been on the crime desk in Toowoomba since 2015.

TOURISM Darling Downs has released its Top 10 Experiences as part of a fresh push to lure millennials and young families with children to the region.

An elaborate three minute video showcases the best of the region, from the Jondaryan Woolshed and Darling Downs Zoo to the Empire Theatre, Grand Central and the city's colourful laneway and street art culture.

TDD CEO Ruth Wetmore said the concept and list were developed after an informal poll of about 100 young Toowoomba residents.

"One of the things we've tried to do is steer away from that stereotypical farming experience ... and we've tried to turn it inside out and talk to a lot of young people," she said.

"We want millennials coming to town."

With the city's developed reputation for drive tourism and grey nomads, Ms Wetmore said the young family demographic had slipped through the gaps in previous tourism marketing campaigns.

"The groups that we are shy on at the moment are millennials and families with kids," she said.

The video shows the region at its best, with the city's parks and gardens ranked at number one, followed by the country life and farming heritage in second, and under-utilised nature trails and national parks third.

"It's about surprise and delight; it's about making a paradigm shift," Ms Wetmore said.

"We've come of age."

The video, which goes live today, will be translated into Mandarin and distributed in China, as well as screened in Qantas lounges.

It coincides with a Visitors Guide that will also be launched next month.